Client Overview
Industry: B2B safety gear — hard hats, respirators, high-vis apparel, and site safety signage
Team Size: 12-person operation: founder-led sales, fulfillment crew, and a two-person customer service team
Market Focus: National buyers in construction, municipal procurement, and industrial facilities
Complexity: Regulatory compliance, PO-based sales, multiple buyer personas (site leads, procurement officers, safety managers), and a 20–45 day sales cycle
The business had strong product-market fit and reliable supplier relationships. But revenue had stalled. Great product. Great fulfillment. Weak system.
Role & Duration
Role: Buyer Journey Architect & Revenue Infrastructure Operator
Engagement Duration: 90-day install and support window
I was hired to diagnose why conversion had plateaued, and design an end-to-end system that made every quote and every PO cycle close faster — and repeat more often.
The Challenge
The company wasn’t struggling for interest — but it was leaking revenue in ways that didn’t show up in dashboards:
- Buyer journeys were fragmented. Site visitors didn’t know how to buy or what was in stock
- High-quality leads stalled post-quote. Procurement teams didn’t have what they needed to justify purchases
- Repeat buyers were falling off due to invisible friction — reorders required phone calls, spreadsheets, or guesswork
- Sales was reactive. Every deal required chasing, reminding, and handholding
They’d hired a few consultants before — mostly focused on SEO or “optimizing” the site. But this wasn’t a traffic problem. This was a revenue architecture problem.
Strategic & Operational Approach
Step 1: Mapped the real-world buyer journey — not the website journey
We conducted a workflow audit from first visit to PO approval:
- Most buyers were visiting from mobile on job sites
- Quotes needed to be sent to multiple stakeholders for sign-off
- Procurement wanted clear spec documentation — not “features”
- Returning buyers couldn’t find their past SKUs or quickly reorder
This wasn’t a DTC-style purchase. This was a purchase by committee, under pressure, and with no room for error.
Step 2: Installed a quote-to-close system that built buyer confidence
We redesigned the quoting experience to act like a B2B trust funnel:
- Every quote request triggered a trust bundle: compliant spec sheets, delivery timelines, and stock commitment docs
- Sales reps received pre-built email sequences based on buyer type (site supervisor vs. procurement head)
- Introduced a “PO-ready” feature: a downloadable line-item quote designed for internal procurement teams to fast-track approval
This turned slow deals into fast, confident buys.
Step 3: Built a reorder and account system buyers wanted to use
Instead of building custom tech, we used simple tools and integrations:
- Returning buyers could log in, view order history, and one-click reorder their usual bundles
- For high-volume clients, we introduced a recurring order option — locked-in pricing + scheduled shipments
- Automated post-delivery follow-ups gathered reorder intent and offered bulk-only upgrades
The result? The business stopped treating reorders as lucky — and started making them inevitable.
Step 4: Created a smart sales support layer — without hiring
Using simple CRM automations:
- Sales was alerted when quotes went unopened for 48 hours
- “Nurture” flows sent product walkthroughs and safety ROI case studies without sounding robotic
- Past high-value clients were tagged and reactivated with targeted campaigns — built on actual reorder behavior
No extra headcount. Just smarter visibility.
Results & Business Impact
In 3 months, the company:
- Recovered $400K+ in previously stalled quotes, many of which had been “dead” for 30+ days
- Cut the average quote-to-close cycle from 21 days to 9, thanks to better buyer enablement
- Increased repeat purchase rate by 58%, driven by simplified reordering and scheduled fulfillment
- Drove a 2.2x lift in bulk order size, with trust-first PO bundles and pre-approved inventory guarantees
- Reduced founder sales involvement by 70% — shifting their time to strategic ops and supplier development
The system worked with the team — not over their heads, not against their workflows.
Why Working With Me Changed the Game
This client didn’t need more marketing.
They needed their actual value to land in a complex, high-stakes sales cycle.
I designed a system that:
- Spoke to real B2B decision-makers — not marketing personas
- Made reordering simple, fast, and low-friction
- Turned every quote into a chance to win — not a dead-end
If your B2B eCommerce brand is stuck in “manual sales mode,” constantly chasing deals and watching good leads fall through the cracks, I don’t just fix that —
I make that whole problem go away.
You don’t need better ads.
You need better buyer systems that make trust automatic, decisions faster, and reorders the default.Work with me once — and you’ll finally stop duct-taping growth together.